Buddy Lee Gets a Be@rbrick Doll Makeover
Buddy Lee, the iconic mascot that starred in Lee’s advertisements from the 1920s to the 1960s, and again in the 1990s, is the focal point of a new collaboration.
The Kontoor Brands-owned heritage brand on Thursday announced a partnership with Medicom Toy, the Japanese creator of Be@rbrick dolls.
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The Lee x Be@rbrick collaboration offers three iterations of a Buddy Lee doll that embodies the mascot’s mischievous attitude. The figurine is available in the 1000%, a Be@rbrick doll that stands over two feet tall. Smaller 400% and 100% sizes dolls are available as a duo. Each doll wears a denim overall and hat inspired by heritage Lee designs.
The collectibles cost $800 for the large one and $200 for the set.
“This collaboration feels like the perfect mesh of two global icons,” said Joe Broyles, Lee VP of global collaborations. “The figurines are a new iteration of Buddy and will be great additions for denim fans and Be@rbrick collectors.”
Sold by retailers like Selfridges, Mr Porter and Farfetch, the brand of limited-edition dolls has a cult following among hypebeasts and fashionistas alike. The company has collaborated with high-profile names including Bape, Chanel, MCM, and Disney. The plastic collectible figurine has sold for as much as $157,000 at auction, according to Highsnobiety.
An apparel collection accompanies the dolls. It consists of three T-shirts and a denim jacket. Each tee features a different design of patches or screen-printed imagery of Buddy Lee and his Be@rbrick counterpart. The denim jacket is based on the Lee Rider jacket and boasts an oversized fit and vintage wash with sewn-on patches of Buddy Lee. Sizes XS-XXL are available. Tees retail for $45; the jacket for $185.
The collection is available at Concepts stores in Boston and New York City and online, and at Lee’s owned sites and stores in the U.S., Europe and Asia.
“We love how the accompanying tees and jacket bring a wearable connection to these collectibles,” Broyles added.
Scott Baxter, Kontoor Brands’ president, CEO and chairman, teased the collaboration during the company’s Q1 earnings call earlier this month. He described unique partnerships like the one with Be@rbrick and an earlier collaboration with Dragon Ball Z as opportunities to connect with new consumers and tap into the cultural zeitgeist.
